Introducing a new product can be an exciting yet daunting endeavor. As you develop your launch strategy for your new product, video marketing represents a phenomenal opportunity to generate buzz, educate your audience, and convince potential customers to take action. But simply slapping together a few sloppy marketing videos won’t cut it.
To deploy video effectively as part of your new product rollout, you need to be thoughtful and strategic. From setting clear objectives to optimizing for mobile users to collaborating with influencers, there are many elements to juggle.
Don’t worry — this guide provides 16 incredibly actionable video marketing tips to elevate your new product launch strategy. Let’s dig in.
1. Set Clear Goals and Objectives for Your Launch Videos
Before recording a single second of footage, clearly define what you want your videos to accomplish. Generic vanity metrics like views or shares shouldn’t be the focus. Instead, concentrate on driving the outcomes that matter most to your product’s success.
For example, do you want your video content to:
- Generate excitement and awareness before launching the product to market.
- Educate potential customers on new product benefits and features.
- Capture a larger market share after successful launch.
- Encourage sign-ups for early access.
- Drive pre-orders or sales on launch day.
- Collect customer feedback post-launch.
Get very specific. Rather than vaguely aiming to “boost engagement,” establish tangible targets like “convert 10% of viewers into pre-order customers.”
This clarity of purpose will inform many downstream decisions — from script writing to call-to-action (CTA) placement. It’ll help your videos convert viewers into buyers more effectively. Hence, it is crucial to develop a comprehensive digital marketing strategy for new product launches. This strategy should align with your overall goals and objectives, allowing you to effectively reach and engage your target audience.
2. Craft Compelling Product Stories Through Video
Product launches often overly fixate on features and functionalities. But at the end of the day, features don’t sell products — stories do. Shift from praising speeds and specifications to telling compelling stories that forge heartfelt connections with your audience.
For instance, you can:
- Spotlight early adopters who are benefiting from your new product in moving case studies.
- Take viewers behind the scenes to showcase your marketing team’s mission and motivation.
- Share origin stories that inspired the product’s creation, making it more relatable.
Story-driven video content hooks viewers on an emotional level, building affinity for both your product specifically and brand broadly. Then, when it comes time to ask for the sale, they will already feel invested in your success.
3. Leverage Various Video Platforms for Maximum Reach
While a YouTube channel makes sense for long-form video content, you shouldn’t limit yourself to just YouTube. Expand your reach by leveraging various marketing channels, especially as you target younger cohorts.
For example, create 15 to 60-second teasers perfect for TikTok and Instagram Reels. Host a Reddit Ask Me Anything (AMA) and share excerpts as Instagram TV (IGTV) vertical videos. Also, leverage LinkedIn’s powerful organic reach with natively uploaded videos on new capabilities for business audiences.
Repurposing video content with minor tweaks for each platform expands your access to relevant users without much extra work. Plus, it shows up in more places when people search for your product name on Google. More eyeballs on your launch videos equals more awareness and conversions.
4. Measure and Analyze Video Performance
Populating social feeds with slick product videos means nothing if you aren’t methodically tracking and assessing performance. Establish key metrics for each video aligned with the initial goals you defined.
For instance, if the purpose is to amass pre-orders, the conversion rate matters more than vanity indicators like views or shares. Dig into analytics to identify your best and worst-performing videos.
Ask questions like:
- Which videos keep viewers watching versus dropping off quickly?
- Do shorter or longer videos drive more conversions?
- Do certain topics, hooks, or calls to action resonate better than others?
Continuously test and iterate using data-driven insights to create higher converting video content as you build momentum towards launch day and beyond.
5. Highlight the “New” Factor
You obviously want to emphasize how your product breaks new ground. But don’t be shy about overtly spotlighting its “newness” across video headlines, thumbnails, and messaging.
Address the innovation head-on through straightforward descriptions like “The world’s first [key differentiator].” Ask provocative questions like “What if you could [new capability]?” Make bold “First ever” declarations around groundbreaking features.
Explicit newness cues — both visual and written spur viewer curiosity, enticing clicks and watches. Once intrigued, shift to articulating the concrete value new capabilities, technologies, or methodologies will unlock for target users.
6. Optimize for Mobile Viewing
Studies consistently demonstrate video dominates mobile engagement. So, building video content exclusively for big-screen viewing means missing out on substantial exposure opportunities.
Optimize your new product videos for smaller handheld displays. Use massive bold text as opposed to longer paragraphs in graphics and animations. Zoom in on physical product demonstrations so user interface (UI) details remain crisp and clear. Talk directly into the camera lens to feel more intimate.
Vertical video formats high on emotion and storytelling also tend to perform exceptionally well on mobile. Getting smartphone optimization right expands your potential viewing audience exponentially.
7. Make It Easy To Take Action
Driving conversions is the name of the game when developing your new product launch strategy. Yet the majority of marketing videos fail to provide any concrete next steps for interested viewers. Don’t let your hard work go to waste by neglecting clear calls to action.
Overlay relevant links, offer codes, and contact info to facilitate seamless transitions from video view to product purchase. Insert clickable on-screen buttons and end card CTAs based on video goals, whether that’s visiting a shopping cart or scheduling a demo.
Eliminate all friction and confusion about what you want people to do after watching. Remove the “now what?” factor and send ready-to-buy viewers straight into the sales funnel with one tap.
8. Collaborate With Influencers
Influencer marketing represents a $21.1 billion industry in 2023. For new product launches, the right influencer endorsements can shift significant opinions, amplify buzz, and drive conversion rates through trusted referrals.
But you can’t buy genuine connections. Take the time to identify influencers who align organically with your brand values and target demographic. Rather than a one-off transactional sponsorship, aim for longer-term partnerships rooted in brand affinity.
Supply test products early for honest, hands-on reviews. Then, equip influencers with custom discount codes to track the impact on sales. While still investors in your brand, true supporters won’t feel like walking advertisements. Their authentic enthusiasm comes across clearly to followers.
9. Iterate and Improve Your Product Launch Marketing Strategy
Resist the temptation to intensify video output for output’s sake as launch day nears. More content doesn’t automatically equate to better results. Be willing to pause video production in order to re-strategize based on the latest performance data.
Ask yourself:
- What assumptions have proven false?
- Where are current video SEO efforts falling short of goals?
- What creative risks deserve further exploration?
- How could targeting and positioning shift moving forward?
- Are there any insights from product managers or the product development team that can inform your video marketing strategy?
Don’t fear significant deviations, like completely repositioning certain videos or scrapping others altogether. A flexible, ever-evolving video approach stands the best chance of generating maximum impact when launch day arrives.
10. Hook ‘Em Early
With intense competition for viewers’ attention across the digital media landscape, the first few seconds matter tremendously and should be factored into the marketing strategy for your product launch video. You must intrigue viewers quickly before the inevitable dropoff. Open strong by raising fascinating questions, highlighting unexpected use cases, or showcasing the wow factor through demos.
Arouse viewer curiosity with novel scenarios like “What if you could achieve this in just five minutes per day?” Then, solve the problem with your new time-saving, stress-reducing, efficiency-boosting product.
Always structure your videos to frontload value. Don’t make people wait until the end for payoffs. Overinvest time upfront identifying the stickiest hooks to lead with before high dropoff likelihood. Nail the opener, and the rest should flow seamlessly.
11. Invest in Good Lighting, Sound, and Cameras
Forgoing production polish is an easy shortcut most marketers recommend avoiding. The higher the video quality across lighting, audio, and camera work, the more credible and appealing your content appears.
Poor lighting obscures product details and introduces awkward shadows. Bad audio requires cranking up the volume just to distinguish words. Cheap cameras produce distorted imagery and lack sharpness.
While ultra-slick Hollywood-caliber videos may not suit your brand identity, you needn’t totally do it yourself (DIY), either. Consider collaborating with experienced videographers or using online tools like LOVO to produce professional-grade work. The dividends in engagement and conversions justify minor added expenses.
12. Maintain Your Brand Identity Throughout the Video
Video provides awesome flexibility for showcasing products in real-life settings. But take care not to stray so far into lifestyle territory that your distinctive brand identity gets drowned out.
Maintain color schemes, fonts, logos, and other visual identity elements in graphics, animations, and footage. Use consistent branding in backgrounds, product packaging, and demo settings. Weave in signature phrases that evoke your brand voice and personality.
Immersing viewers so deeply in customer contexts risks diffusing your differentiating attributes. Regular brand touchpoints woven throughout the video refresh memory. It also reinforces core associations you want to be layered onto the new product perception.
13. Make Your Video Accessible by Including Closed Captions
You surely don’t want accessibility limitations barring interested audiences from engaging with your videos. Maximize your product marketing strategy by incorporating closed captions into launch content.
Transcripts make videos consumable for deaf and hard-of-hearing users reliant on-screen text. They also facilitate retention for non-native language speakers trying to follow fast dialogue.
Viewer metrics further indicate captions boost all viewer engagement. People watch longer with text support to fill any audio comprehension gaps. Many platforms even surface captioned videos more prominently in search and recommendations.
Thankfully, artificial intelligence (AI) advancements by brands like LOVO now make video captioning fast, affordable, and accurate at scale. Creating accessible videos expands your audience while futureproofing content.
14. Reach a Wider Audience by Offering Subtitles in Different Languages
Explore localizing video assets into multiple languages to serve diverse global markets with your new product. Translating just metadata and captions into Spanish, Portuguese, or Simplified Chinese magnifies interest across respective regions.
Take it a step further by producing entirely separate foreign language adaptations to convey nuances that differ across cultures. It helps content resonate more authentically with audiences abroad.
Again, leveraging modern solutions like LOVO’s AI Subtitle Generator simplifies what has historically proved to be an immense manual undertaking. The ability to add multilingual subtitles in minutes unlocks localization opportunities previously out of reach for most businesses.
15. Keep It Concise
With consumer patience wearing thin, people often skip excessively longer videos. To keep viewers engaged, exercise restraint with the new product’s video length. However, don’t just make a blind guess. Conduct some video tests to identify what video length suits your product or target market.
Whatever the video length, stick to explaining one core concept or theme per video. Avoid cramming in every feature or specification. Be ruthless in cutting filler content that distracts from the main takeaways.
Shorter durations also lend better to social sharing, driving organic reach. If necessary, string multiple shorter videos together as a series on themes like product capabilities, customer testimonials, or behind-the-scenes origins.
Extended cuts make sense on owned channels like YouTube. But wider distribution requires bite-sized length for today’s fast-twitch online consumption habits. Say more with less through precision video editing.
16. Promote Across Different Channels
Don’t just publish videos passively, expecting organic discovery. Promote your new product videos heavily pre-launch and after across your website, email campaigns, paid ads, and especially social media campaigns.
Pitch your most compelling new product videos to relevant bloggers for potential syndication. Repurpose clips as social posts, shorts, and stories. Submit to Reddit and relevant forums for community reactions.
Sadly, the “if you build it, they will come” notion rarely pans out in online videos. Proactively putting your videos directly in front of target viewers across platforms makes reaching key performance indicators (KPIs) like conversions far more probable.
Start Creating Videos With Ease
Executing an integrated video marketing strategy may sound daunting to pull off for a nascent product launch. But with the right video marketing tools and mindset, you can produce high-quality, high-converting video assets to bolster successful product launches on any budget. That’s where LOVO comes in.
LOVO isn’t just a powerful AI voice generator but also a platform of powerful AI tools, including an online video editor, AI writer, and auto subtitle generator, among others. Its powerful video editor provides an easy drag-and-drop timeline to sync AI voiceovers, images, videos, and sound effect assets all in one place to create a perfectly produced video.
Sign up for LOVO today to unlock smarter support for easily launching captivating video campaigns that educate audiences and drive conversions for your promising new products. With LOVO, the production possibilities are infinite.
